Analisis Kepuasan Pelanggan Terhadap Kualitas Pelayanan Dengan Metode Customer Satisfaction Index (CSI) Dan Importance Performance Analysis (IPA) Studi Kasus Di Toko Sembako Lucky

Abstract

This study aims to analyze customer satisfaction levels regarding service quality using the Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA) methods. The CSI method is used to measure overall satisfaction based on customer perceptions of service quality, while the IPA method is used to identify service attributes considered important by customers and evaluate their performance. Data were obtained through a survey of 57 respondents using a questionnaire covering several dimensions of service quality, such as Responsiveness, Empathy, Tangibles, Reliability, and Assurance. The analysis results show that customer satisfaction falls into the "Satisfied" category, with a CSI score of 71%. Through IPA analysis, service attributes were mapped into four quadrants: Quadrant A (Top Priority), Quadrant B (Maintain Performance), Quadrant C (Low Priority), and Quadrant D (Excessive). These findings provide management with insights into critical areas that need improvement to enhance customer satisfaction and create a more optimal service experience. Thus, the CSI and IPA methods have proven effective as evaluation tools for improving service quality in the retail business sector